Caloundra Tourism Inc

1
Caloundra Tourism Inc Presidents Report to the
Annual General Meeting 27th October 2004
2
2003-2004 Year in review
3
2003-2004 Budget

• Income 748,000
• (after cost of levy collection deducted)
• Expenditure
• Marketing (including TSC) 85
• Administrative costs 9
• Contingencies 6

4
2003-2004 Environment

• Cut throat competition before domestic airlines
• with intercity fares as low as 29.00
• International destinations like Bali Hawaii
• furiously chasing Australian market
• Increased number of international airlines flying
  
• into/out of Australia with low cost package
  offers

5
2003-2004 Marketing activities

• Paid Advertising campaigns
• Targeting prime markets of Brisbane, other
• Queensland (particularly SE), northern NSW
• Optimum mix of Television
• Outdoor billboards
• Magazines
• Newspapers supplements

6
TV Advertising
On air Aug to Oct 2003 Mar to May 2004 30
second and 15 second TV commercials Total
spend 2003-2004 f/y 121,103 Bonus
advertising for free 18,436
7
Outdoor billboard advertising
Aug 2003 Bowen Bridge Rd, F/Valley
Waterworks Rd, Red Hill Sep 2003 Airport
Drive Pacific Motorway Tanah
Merah Oct 2003 Abbotsford Rd Mayne Nov 2003
Lutwyche Rd Windsor Bruce
Highway Mackay Dec 2003 Bruce Highway
Townsville Jan 2004 Bruce Highway Rockhampton
Total spend Aug - Jan 45,460
8
Airport Drive inbound billboard September 2003
9
Outdoor billboard advertising
Mar 2004 Pacific Motorway Beenleigh
Abbotsford Rd Mayne Apr 2004 Pacific Motorway
Beenleigh Ann St Fortitude Valley May
2004 Melbourne St South Brisbane Jun
2004 Gateway Motorway, Gateway Bridge Total
spend Mar - Jun 47,750
10
Gateway Bridge onramps northbound June 2004
11
Sunshine Coasting Campaign
Timing February March 2004 Target
Couples (25-60yrs), Singles and Young
Families in Sydney Melbourne
Partners Caloundra Tourism Maroochy
Tourism Tourism Sunshine Coast Tourism
Queensland Total spend 340,000
12

• CAMPAIGN STRUCTURE
• 4 Tiers
• Television
• 8 page Destination Brochure Insert
• Outdoor
• Internet

13
TIER ONE

• TELEVISION
• 2 weeks Sydney and Melbourne, from 28 February
  2004
• Sunshine Coast generic 30 second TV commercial
• 15 second Caloundra commerical
• 15 second Maroochy commercial
• Call to Action, same for each commercial
• BENEFIT High reach, cost efficient dynamic
  medium - creates high brand awareness quickly

14
TIER TWO
BROCHURE INSERT 8 Page Gatefold

• Sydney Melbourne
• 110,00 copies
• Weekend Australian, 06 Mar
• 55,000 copies
• Donna Hay
• March edition
• 122,750 copies
• Better Homes Garden
• March edition

15
TIER THREE
OUTDOOR Sydney Melbourne
BENEFIT Targeted medium, excellent brand
building medium continuity of presence
16
TIER FOUR
Internet

• BENEFIT Provides consumer with unlimited
  information at very low cost, can be brand /
  retail, potential database builder and
  importantly the consumer has chosen to be there!

17
www.sunshinecoastholidays.com.au
Win with Sunshine Coasting!
Sunshine Coasting
An escape to the Sunshine Coast really is
something special. Bright and sunny days make an
ideal setting for an escape to the beach or a
hinterland adventure. Golden beaches, enticing
resorts, peaceful green valleys, cosy mountain
retreats and a cornucopia of great food, great
sights, things to do and no end of welcoming
places to stay.Indulge in the casual chic of
shopping on Noosa's Hastings Street and discover
the vast array of shopping options all through
the Sunshine Coast from large malls to boutique
shopping.Trek inland for antique shops, art
galleries and craft stores sprinkled throughout
the hinterland villages. Markets are a highlight
with the historic village of Eumundi

18
Press advertising
MAGAZINES Holidays for Couples - Autumn/Winter
2004 South East Queensland Country Touring Guide
2004 Discover Queenslands Sunshine Coast
2003 Macair Airlines Inflight Feb/Mar
Apr/May 2004 NEWSPAPERS SUPPLEMENTS NZ Herald
Travel Section 9th March 2004 Aust Provincial
Newspapers Holiday supplements inserted into
Toowoomba Chronicle, Qld Times Gold Coast Mail

19
Holidays for Couples magazine ad
20
NZ Herald advertisement to accompany feature story
21
Public Relations

• SUN COMMUNICATIONS PR CONSULTANT
• Achievements
• Issued media releases locally to communicate
• activities of Caloundra Tourism to stakeholders
• Issued media releases externally to promote
• Caloundra in our target markets
• co-ordinated famils by NZ Herald Travel Editor,
• NZ Meeting Newz editor, Travel Trends
  journalist
• Goway travel agents from Canada
• Maximised PR opportunities through the Western
• Bulldogs FC, Scottish Rugby Union etc.
• TOTAL VALUE IN EXCESS OF 150,000

22
Canadian travel agents cruising Pumicestone
Passage May 2004
23
Collateral

• 4TH EDITION CALOUNDRA HOLIDAY GUIDE
• 50 more pages than the 3rd edition
• Print run of 90,000 compared to 60,000 in 2003
• Distribution to
• - travel agents across Australia and NZ
• - QLD NSW Visitor Information Centres
• - Brisbane International Domestic Airports

24
Website

• www.caloundratourism.com.au
• Relaunched the website in March 2004
• New fresh look with colour images
• New features including a search engine facility
• and link to the Kings Beach webcam

25
Visits to website

• 2003 2004
• July 7662 January 10065
• August 8024 February 8543
• September 10272 March 10064
• October 9944 April 8967
• November 9689 May 10879
• December 9353 June 10344
• TOTAL NUMBER OF VISITS 2003-2004 113,806

26
Event sponsorship

• Caloundra Tourism gave financial sponsorship for
  event marketing to the following
• Caloundra Falken Tyres Rally Qld 2004
• From Chainsaw to Fine Furniture
• (Maleny Wood Expo) 2004
• Jazz in the Park 2004
• Nutfest 2003
• Australian Gateball Championships

27
Tourism Research

• Caloundra Visitor Survey
• Two waves conducted Jan June 2004
• (four waves in total have been completed)
• Some of the key findings..
• 80 of respondents have visited before at least
  once in the previous 3 years
• 81 of respondents said they planned to return
  within the next 3 years
• 91 of all respondents were either satisfied or
  very satisfied with their overall experience

28
Tourism Research

• Regional Tourism Activity Monitor (RTAM)
• Monitors the health and activity of the tourist
  accommodation sector
• Reports disseminated monthly to industry to
  monitor their business performance
• RTAM conducted across QLD allowing benchmarking
  and analysis against other destinations

29
Source Regional Tourism Activity Monitor June
2004
30
Business Tourism
Achievements Completed research on the
supply side of Caloundras business tourism
infrastructure Participation in the Sunshine
Coast stand at the AsiaPacific Meetings
Incentives Expo (AIME) in Melbourne Feb
2004 Participation in Event ConneQion Queensland
in Brisbane April 2004
31
Caloundra Tourisms presence at Event Conneqion
QLD 2004 for business tourism promotion
32
Sunshine Coast Stand with Caloundra Tourism
participation
AsiaPacific Incentives
Meetings Expo (AIME) 2004
33
The feature image for Caloundras stand at the
AIME 2004 business tourism expo
34
Tourism Sunshine Coast

• Achievements
• Memorandum of Understanding signed
• Caloundras share of TSC core funding is 21
• Involvement in the preparation of TSC Business
• Plan with consideration of new initiatives to
• supplement core activities

35
Special projects

• Appointment of Project Co-ordinator to underpin
  marketing activities through these special
  projects
• Customer Proud training in customer service
• program
• completing a business tourism package
• sourcing new images footage for advertising
• an EXPO to showcase Caloundras tourism
• product
• General event assistance

36
Treasurers Report 2003-2004 financial year
37
Financial Summary
Income from tourism levy 820,596 Less Council
collection fee 30,000 790,596 Interest
Received 10,893 Reprovided funds from
2002-03 156,806 TOTAL INCOME 958,296 Less
expenditure 700,758 SURPLUS (for cashflow
purposes) 257,538
38
Expenditure summary
Marketing 463,611 Administration
64,263 Tourism Research 19,668 Events
Sponsorship 60,816 Tourism Sunshine Coast
92,400 ________ TOTAL 700,758
39
Marketing expenses
Billboards 71,910 Media fulfillment
15,051 Media other 16,368 Media
advertising TV print 262,512 Caloundra
Holiday Guide 33,263 Public Relations
Contractor 21,644 Website
20,902 Banners merchandise
4,404 Representation famils
11,307 TOTAL Project Co-ordinator 6,250
463,611
40
Events sponsorship expenses

Blackall Range Business Tourism Assoc
4,623 Event sponsorship 43,693 Western
Bulldogs strategic relationship
12,500 _______ TOTAL 60,816
41
Administration expenses
Admin contractors 42,415 Stakeholder
communications 2,168 Admin general
16,666 Depreciation 3,014 _______ TOTA
L 64,263
42
Other expenses

Tourism Research 19,668 Tourism Sunshine
Coast 92,400